Direct Mail Blog and Direct Mail Resources Avery Print and Mail Center Direct Mail Dish

Direct Mail-No Offer Equals No Results

A mailing we received last week reminded us of the importance of having an offer.

We received a mailing from a major national bank announcing the fact that they were opening a new branch in our town. That was it....just an announcement. No invitation to come in, no special offer if we opened an account, no invitation to a grand opening celebration. Nothing. This mailing was simply an announcement that they had opened a bank branch and our reaction was typical....who cares?

When we finished looking at the mailing we did just what they asked us to do. Nothing. And we suspect that few others who received the mailing did anything either.

One of the most important elements of a successful direct mail package is the offer. By offer, we mean something of value to the recipient. Most people look at a direct mail package with a question on their mind....what’s in this for me? Why should I do what the mailer is asking me to do?

If you don’t offer something of value to the recipient he or she is very likely to not be interested in it.

The bank mailing we’re referring to was probably mailed to everyone in our market, 30,000 to 40,000 households. It represented a significant cost to the bank. How unfortunate they didn’t include something of value.

What might they have done?

How about an offer of a free checking account? Perhaps your first order of checks at no charge. How about a discount on a safety deposit box for the first year? Perhaps an invitation to stop in and get acquainted.

When you prepare mailings for your business be sure that you have an offer of something of benefit and value to your reader. Something that will likely cause them to do what you’d like them to do. The better your offer, the more results you are likely to achieve.

Direct Mail Tip of the Week

Be sure you can deliver what you promise. Never make a claim in your advertising that you cannot fulfill. Don’t promise one day service when you are backed up for a week. Don’t offer something for free when there are hidden charges. When you make a promise, deliver on it. You’ll build good will and your customers will keep coming back.

The Importance of Knowing Your Target Audience

Did you ever get a piece of direct mail that caused you to say, “I wonder why they sent this to me?” That happens much more often then it should and it’s easy to avoid.

Consider a mailing for a summer day camp sent to an older aged audience of grandparents. Or perhaps a mailing for home improvements sent to someone who lives in an apartment.

The best mailing piece in the world with the strongest offer, the most beautiful graphics and the best copy isn’t going to stand a chance if it is sent to an audience of people who have no interest in the product or service.

Whenever you contemplate a direct mail program ask yourself the question...”who am I trying to reach with this mailing?” Be sure you select the appropriate audience and eliminate lists of people known to be outside of your target audience.

List selection is as much an art as it is a science. There is no such thing as a perfect list, but you can take some precautions to get as close as possible to your ideal target audience.

Consider some of these points when considering your list:

What is the best age group for my product or service?

Does their living in a home or an apartment make any difference?

Is my product or service particularly suited to married people or single people or does it make any difference?

Should my idea prospect be a parent? A grandparent?

Is my product or service aimed at people with special interests such as a particular hobby?

Is educational background an important factor in whether or not someone is likely to buy my product or service?

Chances are you can come up with other questions of your own. Using the answers you provide to these questions will go a long way in guiding you toward your best prospects.
Take the time to ask and answer them.

The folks at Avery Print and Mail Center can help you locate just the right lists for your target audience. Feel free to call them without obligation at 877-283-7976. (877-AVERY-PMC). Your list is one of the most important elements for the success of your direct mail campaign.